This NAICS page summarizes federal contract activity for advertising agencies over the last full year. The Department of the Army led obligations at $341.02 million, followed by the Department of the Navy at $219.63 million.
NAICS Industry
NAICS 541810 Federal Contract Obligations (Last Year)
Federal procurement obligations for NAICS 541810, Advertising Agencies, totaled $994.60 million across 950 award actions in the last full year.
Amounts reflect total obligated dollars and award counts reported for the selected analysis window, with vendor and agency rankings based on obligated value.
NAICS Code
541810
Industry
ADVERTISING AGENCIES
Total Obligated
994.60 million
994,602,941.47
Award Actions
950
Average Action Value
1,046,950.46
About NAICS 541810 federal contract activity
NAICS 541810 (Advertising Agencies) recorded 994.60 million in obligated dollars across 950 awards during the last full year, with an average award value of 1,046,950.46. The activity profile indicates a mix of large, recurring obligations and smaller awards within a relatively concentrated vendor base.
Agency demand and leading federal buyers
The Department of the Army led spending in this NAICS with 341.02 million across 215 awards, followed by the Department of the Navy with 219.63 million across 99 awards. The National Highway Traffic Safety Administration, Defense Human Resources Activity, and Centers for Medicare and Medicaid Services also ranked among the top buyers, showing that advertising services were procured across both defense and civilian agencies.
Vendor concentration and leading contractors
DDB Chicago Inc. was the largest vendor by obligated value at 333.56 million across 116 awards, more than any other supplier in the set. Wunderman Thompson LLC, Young & Rubicam LLC, MullenLowe U.S., Inc., and Stratacomm, LLC also captured substantial obligations, with award counts ranging from 5 to 74 and a notable spread between high-dollar, low-award relationships and more distributed buying patterns.
Annual contract trend over the analysis window
The annual trend shows 2025 as the full-year observation period, with total obligations of 994.60 million across 950 awards. Because only one full year is provided, this view supports baseline spend analysis for the period rather than year-over-year comparison.
How to interpret this page
This page summarizes FPDS awards mapped to NAICS 541810 for the last full year using obligated dollars, award counts, and average award value. Agency and vendor rankings reflect totals within the selected NAICS code and period, and the trend section uses the annual aggregate provided for 2025.
Top Agencies
SELECT
agency_id,
agency_name,
total_obligated,
award_count,
formatReadableQuantity(total_obligated) AS total_obligated_readable
FROM
(
SELECT
content__award__purchaserInformation__contractingOfficeAgencyID AS agency_id,
anyHeavy(content__award__purchaserInformation__contractingOfficeAgencyID__name) AS agency_name,
sum(content__award__dollarValues__obligatedAmount) AS total_obligated,
count() AS award_count
FROM fpds.data
WHERE
contract_type = 1
AND content__award__productOrServiceInformation__principalNAICSCode = '541810'
AND content__award__purchaserInformation__contractingOfficeAgencyID IS NOT NULL
AND content__award__purchaserInformation__contractingOfficeAgencyID != ''
AND parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate) >= toStartOfYear(now()) - INTERVAL 1 YEAR
AND parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate) < toStartOfYear(now())
GROUP BY agency_id
)
ORDER BY total_obligated DESC
LIMIT 10| Agency ID | Agency Name | Total Obligated | Readable | Award Actions |
|---|---|---|---|---|
| 2100 | DEPT OF THE ARMY | 341,022,762.03 | 341.02 million | 215 |
| 1700 | DEPT OF THE NAVY | 219,628,491.68 | 219.63 million | 99 |
| 6940 | NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | 76,858,689.99 | 76.86 million | 20 |
| 9748 | DEFENSE HUMAN RESOURCES ACTIVITY | 63,741,038.09 | 63.74 million | 17 |
| 7530 | CENTERS FOR MEDICARE AND MEDICAID SERVICES | 60,969,329.55 | 60.97 million | 41 |
| 7524 | FOOD AND DRUG ADMINISTRATION | 51,153,844.96 | 51.15 million | 8 |
| 5700 | DEPT OF THE AIR FORCE | 50,155,037.61 | 50.16 million | 41 |
| 7523 | CENTERS FOR DISEASE CONTROL AND PREVENTION | 38,957,276.11 | 38.96 million | 8 |
| 3600 | VETERANS AFFAIRS, DEPARTMENT OF | 13,909,118.82 | 13.91 million | 42 |
| 7008 | U.S. COAST GUARD | 11,636,300.12 | 11.64 million | 12 |
Insight
Advertising Agencies (NAICS 541810) accounted for $994.60 million across 950 awards in the last full year, with procurement concentrated in a small number of agencies. The Department of the Army led obligations at $341.02 million across 215 awards, followed by the Department of the Navy at $219.63 million across 99 awards; together, they represented a majority of total obligations. The remaining top agencies were materially smaller, with the next highest obligations below $77 million, indicating a steep drop-off after the defense agencies and a more fragmented distribution among civilian departments.
Top Vendors
SELECT
vendor_name,
cage_code,
total_obligated,
award_count,
formatReadableQuantity(total_obligated) AS total_obligated_readable
FROM
(
SELECT
content__award__vendor__vendorHeader__vendorName AS vendor_name,
anyHeavy(content__award__vendor__vendorSiteDetails__entityIdentifiers__cageCode) AS cage_code,
sum(content__award__dollarValues__obligatedAmount) AS total_obligated,
count() AS award_count
FROM fpds.data
WHERE
contract_type = 1
AND content__award__productOrServiceInformation__principalNAICSCode = '541810'
AND content__award__vendor__vendorHeader__vendorName IS NOT NULL
AND content__award__vendor__vendorHeader__vendorName != ''
AND parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate) >= toStartOfYear(now()) - INTERVAL 1 YEAR
AND parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate) < toStartOfYear(now())
GROUP BY vendor_name
)
ORDER BY total_obligated DESC
LIMIT 10| Vendor | CAGE Code | Total Obligated | Readable | Award Actions |
|---|---|---|---|---|
| DDB CHICAGO INC. | 7K9K8 | 333,561,487.90 | 333.56 million | 116 |
| WUNDERMAN THOMPSON LLC | 3PMN9 | 116,179,785.33 | 116.18 million | 6 |
| YOUNG & RUBICAM LLC | 0CME6 | 97,862,430.54 | 97.86 million | 74 |
| MULLENLOWE U.S., INC. | 1WZP9 | 63,741,038.09 | 63.74 million | 17 |
| STRATACOMM, LLC | 3RBP5 | 63,437,799.04 | 63.44 million | 5 |
| PORTER NOVELLI PUBLIC SERVICES INC. | 58BY1 | 51,172,034.21 | 51.17 million | 12 |
| TRUE NORTH COMMUNICATIONS INC. | 3U1E3 | 51,153,844.96 | 51.15 million | 6 |
| GSD&M LLC | 1PWR1 | 49,955,819.99 | 49.96 million | 26 |
| PLOWSHARE GROUP, INC | 1UDM2 | 39,000,000.00 | 39.00 million | 3 |
| LEMPUGH INC | 1MZL1 | 13,976,708.49 | 13.98 million | 15 |
Insight
In the last full year, NAICS 541810 obligated $994.60 million across 950 awards, with spending concentrated among a small set of vendors. DDB CHICAGO INC. led with $333.56 million across 116 awards, and the top 10 vendors together account for a substantial share of total obligations, indicating a moderately concentrated vendor base. Several high-dollar vendors received relatively few awards, such as WUNDERMAN THOMPSON LLC with $116.18 million across 6 awards and STRATACOMM, LLC with $63.44 million across 5 awards, suggesting some large-value, low-frequency procurement activity.
Annual Trend
SELECT
year,
total_obligated,
award_count,
formatReadableQuantity(total_obligated) AS total_obligated_readable
FROM
(
SELECT
toYear(parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate)) AS year,
sum(content__award__dollarValues__obligatedAmount) AS total_obligated,
count() AS award_count
FROM fpds.data
WHERE
contract_type = 1
AND content__award__productOrServiceInformation__principalNAICSCode = '541810'
AND parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate) >= toStartOfYear(now()) - INTERVAL 1 YEAR
AND parseDateTimeBestEffortOrNull(content__award__relevantContractDates__signedDate) < toStartOfYear(now())
GROUP BY year
)
ORDER BY year DESC| Year | Total Obligated | Readable | Award Actions |
|---|---|---|---|
| 2025 | 994,602,941.47 | 994.60 million | 950 |
Insight
Over the last full year, NAICS 541810 (Advertising Agencies) recorded $994.60 million in total obligations across 950 awards, with an average award value of $1.05 million. All reported obligations are concentrated in 2025 within the 1-year window, indicating a single-period distribution rather than a multi-year trend. The award profile suggests a moderate number of awards with relatively high average dollar value, consistent with concentrated spending in this service category.
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